• Posted in Agency, Public Relations
  • Tagged in storytelling, Content Marketing
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Press releases have evolved in content, utility, and format. The audience these messages reach has also changed significantly over the years. When I started working for PR Newswire 20 years ago, very few people have ever heard of the company.  At that time, press releases were sent primarily to newsrooms, and didn’t see the light […]

  • Posted in Agency, Marketing, Public Relations
  • Tagged in Marketing Strategy, Integrated Marketing, Content Marketing
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Earned media mentions are the golden ring for many PR programs.  Getting great coverage in a key publication remains a key objective for many public relations campaigns and with good reason – traditional media outlets continue to wield outsize influence despite flagging revenues and diminished paid subscribers. News coverage garners attention, fuels social amplification, builds […]

  • Posted in Agency, Public Relations
  • Tagged in Content Marketing, PR trends
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What’s the future of public relations?  Earning attention?  Influencing audience behavior? Telling brand stories?  Engaging audiences in social channels?    No matter how you answer the question, one thing is sure – the scope of the public relations remit is ballooning, even as the grey areas in which PR overlaps with social media, content marketing and […]

  • Posted in Agency, Marketing, Public Relations, Tracking & Measurement
  • Tagged in Measurement, PR measurement, Integrated Marketing, Content Marketing, Demand Generation
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When measuring campaign results, the most important metric is ultimately the business outcome.  However, assessing program analytics measuring the relative success of campaign elements can reveal important details about performance.  Additionally, savvy communicators can use conclusions from these analyses to improve the results of future campaigns. Individual message performance, whether we’re talking about press releases, […]

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  • Tagged in PR trends, PR strategy
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We’ve talked a lot about the evolution of the media marketplace and PR tactics, as well as impact content marketing, search and social media have on the daily practice of public relations.   We’re taking this study a step further in the new white paper, “New PR Agency Benchmarks,” putting the changing role of the agency […]

  • Posted in Marketing, Press Release Quick Tips, Public Relations
  • Tagged in Content Marketing, press release SEO
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According to the recently-released annual Ranking Factors Study from Searchmetrics, Google has made some big changes in how its algorithm evaluates content and assign search rank.   Content quality is the recurring theme of the study, which offers important lessons and opportunities for content marketers, public relations pros, bloggers and anyone else publishing digital content on the […]

  • Posted in Agency, Public Relations, Tracking & Measurement
  • Tagged in Measurement, PR measurement, Demand Generation
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When assessing the ROI of a publicity campaign, it’s standard practice to assess high-level results, such as the number of reads a message has received and the number of times a message was shared on social networks: these metrics are good measures of how well a message resonated with the audience.  But PR measurement shouldn’t […]

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  • Tagged in Content Marketing
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How important is message relevance in gaining audience attention and swaying opinion? This year’s closing keynote at Content Marketing World provided a textbook example of power relevant messages have in developing audience connection. In a tour de force keynote that was all too short, actor Kevin Spacey grabbed the orange-clad faithful in Cleveland by their […]

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The over-arching theme at Content Marketing World 2014 focused on audience-first messaging and the importance of delivering content in all of the ways that your audience wants to consume it. Case in point: though I was not physically present at Content Marketing World, I felt like an integral part of the event by relying on […]

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Following the tweet stream from Content Marketing World (#CMWorld) is like drinking from the proverbial fire hose. Not unexpectedly, the attendees and speakers are producing quite a bit of content. Emerging themes are bubbling up as day 1 is being recapped and digested, including: Measuring business outcomes, not marketing output.  Increased spend is demanding increased […]

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You’be got the budget, you’ve got the plan – but is your content plan built to last? Keys to developing sustainable content strategies was front and center in the panel entitled “Don’t Run Out of Gas! Fueling a Sustainable Content Strategy” at Content Marketing World today. Tellingly, two primary themes emerged from the discussion – […]

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With so many channels and the marginal cost of the creation and distribution of content, brands today are struggling to communicate with an increasingly fragmented audience. “Consumer attention is ephemeral and is exponentially fleeting,” said Julie Fleischer (@jfly) of Kraft Foods in her Content Marketing World keynote. What will save our brands?  According to Fleischer, […]

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According to Andrew Davis (@TPLDrew) in his keynote that kicked off Content Marketing World today, the marketing funnel was invented in 1898 and is sorely in need of retirement. In reality, he says, the best model for the online universe in which our brands live isn’t a simple funnel – it’s the universe. “A Galilean […]

  • Posted in Agency, Public Relations
  • Tagged in Content Marketing, Demand Generation, Content We Love
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People who watch a lot of online videos are likely to spend more money on holiday gifts this year, and more than a quarter of these big spenders are planning to buy all their gifts online. That’s a heck of a news hook, certainly.  But there’s more to it than that. What I love about […]

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  • Tagged in Content Marketing
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Any time an organization embarks upon a new marketing strategy, there are bound to be growing pains, milestones and (happily) successes.  Content marketing is no exception.  Where is your organization in the content journey? Inception (0-6 months) The corporate equivalent of taking the plunge, the inception phase kicks off when the company says “I do” […]

  • Posted in Public Relations
  • Tagged in Social Media, Visual Storytelling
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Unless you live under a rock that isn’t equipped with Wi-Fi, you’ve probably seen news about the viral success of the ALS “Ice Bucket Challenge.” Our social streams are full of friends, family and celebs dumping buckets of ice water on their heads and challenging others to either donate to ALS or subject themselves to […]

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  • Tagged in Content Marketing, Demand Generation
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PR pros know that generating positive publicity and influencing public sentiment can have profound business benefits.  Measurement of public relations has always been a challenge, however, stymieing efforts to connect PR directly to a brand’s top line.  However, our audiences demand and consume greater quantities of digital content, the measurement problem is finding answers, and […]

  • Posted in Public Relations
  • Tagged in Measurement, PR measurement, Press Release Tips, Content Marketing, SEO
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An indicator of content quality, the “long click” reveals whether or not audiences are truly engaging with your content.  Digital communications are incredibly measurable.  Marketers know which websites refer the highest quality traffic to their own sites, and they know which pages on their websites do better job of converting visitors into customers. Many details […]

  • Posted in Public Relations
  • Tagged in Press Release Tips, Content Marketing
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How does one determine whether or not a piece of content is low quality? Since we added copy quality to the guidelines against which we assess press releases and other content prior to distribution, we’ve counseled a number of clients on steps they can take to improve the value of their content for their audiences. […]

  • Tagged in Press Release Tips
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It’s not unusual for an organization to issue similar announcements across a variety of markets. Whether announcing award recipients, regional services or a multi-city tour, developing localized press releases with similar themes for multiple markets is a common and necessary PR tactic, and using a template for the messages has long been standard practice. However, […]

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